Roleplay: How a London agency uses 'strategic maximalism' to help challenger brands stand out
By
Abbey Bamford
A bagel you'd recommend to a friend without hedging.
Summary
Roleplay is a young London-based agency founded by Ed Little and Hugo Ross that helps challenger brands define their role in culture and execute bold brand strategies. The studio emerged from the founders' shared desire for something different after working at established agencies. They specialize in what they call 'strategic maximalism' — helping brands stand out by playing their role loudly and distinctly rather than blending in. The article explores how the studio operates, its philosophy, and its approach to brand building for clients ranging from regenerative pasta to premium spices.
Key quotes
· 3 pulledThere's definitely a unique kind of energy attached to studios that haven't quite settled into their grooves yet.
The studio launched out of a shared itch for something different rather than a grand five-year master plan.
Both founders had clocked time at well-known agencies, both had absorbed plenty about how brand studios operate, and both had reached the same conclusion from different angles.
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